It’s a snowballing trend: More than 45 percent of US pay-TV subscribers are interested in cloud DVR technology, according to research from Parks Associates. In particular, consumers are interested in unlimited storage space and two-week catch-up services for video.

With the Supreme Court omitting cloud DVR in its 2014 Aereo ruling, pay-TV providers can experiment with these cloud services as strategies to build subscriber loyalty and increase revenues, the company said.

"The Aereo case left licensing for cloud DVR rights largely unaffected, allowing pay-TV providers to move forward with cloud DVR development and implementation," said Glenn Hower, research analyst at Parks Associates. "For example, Comcast recently launched in Atlanta its X1 DVR service, which allows, among other capabilities, subscribers to access DVR recordings on their mobile devices. As content owners and providers experiment with cloud technology, the consumers reap the benefits through access to these innovative offerings."

From the article "VOD, Time-Shifting Has Big Implications for Dynamic Ad Insertion" by Tara Seals.

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